Creating case studies should be at the top of your “to-do” list if you need content that turns B2B leads into customers. According to a Content Marketing Institute study, B2B marketers called customer testimonials and case studies the most effective type of content. Meanwhile, nine out of ten B2B buyers said that online customer success […]

This week, I’m excited to share my interview on the SaaS Content Marketing Podcast. It’s all about finding your brand voice. We discussed how finding your voice isn’t something that you do once and then forget about. As new competitors and products enter the market, it’s crucial to stay aware of how your voice comes […]

Last week, the Content Marketing Institute published their annual report on technology content marketing. The survey took the pulse of 2,562 technology marketers and offers a number of valuable insights. Here are some key findings: 95% of technology marketers use content marketing. 64% of respondents said that compared with one year ago, their organizations are […]

It takes a lot of time and effort to create an engaging white paper. Here’s how to maximize your investment, get your content in front of the widest possible audience, and attract more leads … White papers, ebooks, and guides are among the most time-intensive content marketing projects. But the time spent on these marketing […]

Case studies are one of the most powerful B2B marketing tools. B2B customers rely on them to make informed buying decisions and see social proof that your products deliver results. In fact, DemandGen found that 73% of B2B buyers have used case studies to make a purchasing decision in the last 12 months. The more […]

One of the biggest B2B marketing challenges is creating content that engages customers. Many B2B marketers spend tons of time developing content, but then they miss the mark. Instead of discussing things their customers care about, they go on about their products, their company and how great they are. How boring! It’s no wonder that […]

Succeeding with content marketing means keeping up with the latest research, trends and best practices. Here are five content marketing trends that will help you engage more customers in 2017. 2016 certainly had its ups and downs. But the year ended with some good news on the content marketing front: B2B marketers are achieving better […]

This week, I wanted to share a post from the team at Venture Accelerator Partners. They’ve asked experts to reveal their top B2B marketing tools from 2016. Last year was filled with innovations in the way we use marketing technology and productivity tools. Some of these tools sound really cool, and I’m hoping to check […]

Happy New Year! I hope you’re easing back into the swing of things after the holidays. If you’re planning for the year, now is a good time to look back at what B2B marketers talked about the most in the last twelve months. From top performing content to productivity tips, here are my top 10 […]

A targeted, tailored and relevant lead gen program is a vital part of any B2B marketing strategy. And although there is no one-size-fits-all solution, there are proven ways to ensure that prospects find your business, engage with you and turn into customers. This week I received an email from a student who, as part of […]

While case studies are a B2B marketing powerhouse, they’re not always easy to get. Here’s how to engage prospects when you can’t share customer success stories … Case studies are one of the top dogs of B2B content marketing. B2B customers rely on them to make informed buying decisions, as case studies give customers social proof that your products […]

Do you ever wonder how your content is stacking up against your competitors? Is your content getting the same engagement as others in the industry? How do you know if you are leading or lagging? Luckily, the folks over at Venngage have put together some benchmarks that we can use as a point of […]

What if you could be a fly on the wall and watch as an IT buyer checked out your marketing? Would you like how they react? I attended Spiceworks Unplugged in Toronto, where a room of IT marketers heard the truth from a panel of straight-talking IT professionals. The IT pros represented a variety of […]

IT professionals love robots. They can chat for hours about R2-D2, Data and K-9. However, they don’t feel the same about robotic marketing. I attended SpiceWorld 2014 and had the opportunity to sit down with Jennifer Slaski, executive director of marketing communications at Spiceworks. She offered advice on how technology marketers can make their content […]

According to a new report from Spiceworks, technology marketers are missing the mark when it comes to engaging IT buyers. The How to Win Friends and Influence IT Pros report states that IT pros want to have honest conversations with their peers and brand reps when they make buying decisions. However, technology marketers place […]

When it comes to making the best use of your marketing time and resources, should you: Send more emails or post more content to your blog? Create a direct mail campaign or run ads on LinkedIn? Host a webinar on your website or a Hangout on Google+? With so many options, it can be hard […]

Many B2B blogs look sad. These niche blogs may not get a lot of traffic, comments or shares – even if they contain excellent content. If you oversee a B2B blog, it may sometimes seem like you’re publishing in a ghost town. There are plenty of steps you can take to increase your blog’s traffic, […]

It seems as though I get a new report in my inbox every day. Many of them aren’t relevant, but every once in a while, someone sends me intriguing statistics that I just have to share. Without further ado, here are five reports that can give you valuable insights into B2B technology buyers and where […]

Before we look ahead to 2014, I want to take a look back at the blog posts that have generated the most interest on the Fresh Marketing Blog in 2013. And without further ado, here they are: 1. What IT Buyers Really Think of Your Marketing I wasn’t surprised that this post made it to […]

One of the keys to successful B2B technology marketing is customizing your content for all of your audiences. While many technology companies now create content for early-, mid- and late-stage leads, many are still missing opportunities to engage all of their buyers and purchase influencers. According to a study by TechTarget, “corporate IT buying is […]

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Rachel Foster is a B2B copywriter and the CEO of Fresh Perspective Copywriting. She helps B2B marketers improve their response rates, clearly communicate complex messages and generate high-quality leads. Rachel blogs for the Content Marketing Institute and Business 2 Community. She also taught white paper, case study and sell sheet writing for MarketingProfs. The Online Marketing Institute listed Rachel as one of the top 40 digital strategists of 2014. Learn more.